Apparel Purchase Research Articles

Understanding designer clothing purchases over the internet

PurposeStudies for online designer clothing purchases and also online purchases of numerous types of designer clothing are so far unknown. This study seeks to analyze variables influencing intentions to purchase designer clothing online and also online purchases of different types of designer clothing over three months.Design/methodology/approachCross‐sectional and longitudinal analyses were performed with linear and logistic regression (n=527). The theoretical framework was the Theory of Planned Behavior. Independent variables also included the Boredom Proneness Scale, and the Consumer Decision Making Styles Inventory. Clothing types were intimate apparel, underwear, swimwear, pants, jeans, skirts/dresses, T‐shirts, shoes, sneakers, sweaters, jackets/coats, socks, hosiery, and hats.FindingsThe cross‐sectional analysis for intentions substantiated the Theory of Planned Behavior. Boredom was associated with intentions and some of the specific types purchased. In the longitudinal analysis, increased internet information search was associated with purchases for all the specific clothing types. The most common purchases were T‐shirts, shoes, and skirts/dresses.Research limitations/implicationsParticipants were allowed to interpret what was perceived as designer clothing.Practical implicationsAs information search is associated with purchases of many types of designer clothing, companies should focus on increasing the likelihood of their web pages being searched. Useful strategies can include purchase of sponsored links and efforts to improve page rank.Originality/valueThis is the first study to analyze predictors for purchasing numerous specific types of designer clothing online. Also, it is believed to be the first longitudinal study to use the Theory of Planned Behavior as the framework to analyze online apparel purchases.

Challenges Facing Apparel Traders in Nairobi, Kenya, and Strategies for Flourishing in a Liberalized Market

The lack of enabling policies that would have ensured fair trade amongst various stakeholders of contrasting interests in Kenya became obvious when market liberalization was introduced in the 1990s. It created increased importation of cheap textiles and apparel products to the detriment of the local industry. Market liberalization became a common phenomena in developing countries in the 1990s, prompting the need for their documented assessment, hence this study. Data were collected from a random sample of 90 apparel traders drawn from three market centers in Nairobi according to the types of apparel they sold (new imported, second-hand, locally produced, and custom-tailored apparel). Lack of customers and stiff competition were the major challenges facing over 55% of the apparel traders. Most traders provided high quality merchandise as the main strategy to increase purchase of apparel. Chi-square analysis showed that the trader's age, employment position/designation, and source of fabric/clothing were the socioeconomic characteristics that significantly influenced the type of apparel sold. Therefore, the study recommends that other apparel traders adopt these factors, to increase their competitive edge and enhance growth of the local industry.

Determinants of the purchase or non-purchase of fashion apparel: an exploratory study

RESUMO Determinantes de comprar ou nao roupas de moda: um estudo exploratorio A proposta neste artigo e explorar algumas variaveis que estao associadas (ou nao) a um comportamento em relacao a roupa de moda. Inicialmente, sugerem-se cinco hipoteses com possivel impacto na compra de roupa de moda. Com uma amostra de 301 respondentes e utilizando a regressao logistica, foi possivel encontrar suporte para tres hipoteses que diferenciam os grupos: idade, conhecimento e comprometimento. Os resultados sugerem um modelo efetivo na correta classificacao (71%) dos grupos de compradores. Ademais, os achados sugerem que a escala de materialismo nao foi confiavel.

Understanding female consumers’ risks perception for apparel purchasing on the Internet

Opsomming Die doel van hierdie studie was om die rol van verbruikers se risiko persepsie in hulle aanvaarding van die Internet vir kleding aankope te verken sowel as om die strategiee wat hulle volg om die risikos te verminder, te ontgin. Rogers (1995) se innovasiebesluitnemingsproses model is as vertrekpunt gebruik vir die ontwikkeling van die skematiese konseptuele raamwerk en ook om inhoud aan die konseptuele raamwerk te verskaf. Konsepte van ‘n sosiaal-kognitiewe - en kledingverbruikersgedrag teorie is daarby geinkorporeer ten einde ‘n omvattende raamwerk te verskaf waarvolgens die verskynsel beskryf kon word. ‘n Sosiaal-kognitiewe perspektief is as oorkoepelende benadering vir die studie gekies. Die perspektief het onder meer ‘n raamwerk verskaf wat die studie gerig het, gepaste metodologie voorgestel asook maniere waarop nuwe kennis

A decision tree approach to modeling the private label apparel consumer

PurposeThe purpose of this paper is to profile the private label apparel consumer using demographic and behavioral predictors. The paper also aims to examine cross‐shopping behaviors among purchasers of private label apparel across the five top US private label apparel retailers.Design/methodology/approachDecision tree analysis is used to model the impacts of demographics and behaviors on private label purchasing. A secondary database (n=1,289) of US private label purchasers provides data for the analysis.FindingsFindings indicate demographic predictors as important drivers of private label apparel purchase among retailers positioned as providers of value, while behavioral drivers are more common among patrons of retailers that are differentiated on service or brand. Cross‐shopping is more common among the retailers positioned on value.Research limitations/implicationsThe research design provides a profile of the private label consumer but does not explain why this consumer chooses private labels over national brands. The data‐mining approach provides an innovative tool for identifying the drivers of private label consumption. Future research should investigate these drivers more deeply, to establish a fuller understanding of this consumer. The sample is limited to US consumers.Practical implicationsFindings suggest that retailers positioned on value/low price need to differentiate private labels to deter cross‐shopping. Likewise, comparatively upscale retailers need to continue to be sensitive to the behavioral demands of their respective target market.Originality/valueResults provide a profile of the private label consumer and offer insight into private label cross‐shopping using an innovative modeling approach that facilitates examination of actual purchase data.

Online apparel shopping behaviour of South African professional women: the role of consumers' apparel shopping scripts

The purpose of this study was to explore the role that female consumers' apparel shopping scripts play in the adoption of the Internet for apparel purchasing from a social-cognitive approach. In this study, the focus was on exploring the cognitive structures (shopping scripts) that consumers have and use to make decisions such as adopting the Internet for apparel purchasing. Rogers' adoption of an innovation model was used as theoretical framework for the study, and a social-cognitive perspective theory (source) was incorporated into this model. A qualitative research strategy was adopted and 24 semi-structured interviews were held with professional women living in a major city in South Africa. As a stimulus technique, the participants were asked to visit various apparel web sites. Data analysis was done according to the data analysis process proposed by Miles and Huberman. The participants explicitly mentioned that they currently value certain steps, actions and procedures such as touching and scrunching textiles as well as trying on the items before deciding to buy them. They indicated that their current purchasing practices played an important role in their considering whether to adopt the Internet or not. This study is one of the few that have used qualitative research methods to explore consumers' adoption of the Internet for apparel purchasing. The social-cognitive approach used in this study enables retailers and marketers to study consumers' adoption processes from the consumer's perspective. A limitation of the study is that only professional women, from a homogeneous culture, residing in the same major city, were used as participants. This, however, does not give a representative view of South African online shopping behaviour or of that of a third world country. Future studies are needed, focusing on a more national as well as multicultural perspective.

Young Adults’ Susceptibility to Interpersonal Influence: A Case of Apparel Purchases

Purpose: This paper focuses on consumers’ susceptibility to interpersonal influence of young adults in the clothing apparels’ market in Malaysia. The researchers sought to clarify the relationship between interpersonal influences and young adults’ purchase decision, and the moderating impact of gender towards the relationship. Design/methodology/approach: This study is exploratory in nature and adopts a quantitative approach. Primary data were obtained from young adults in Klang Valley (Malaysia) using mall intercept, by using 300 questionnaires were administrated using a multi-stage probability sampling technique to young adults between 19 to 30 years old. Findings: Findings showed that value expressive, utilitarian, information, and brand consciousness influences were positively related to purchase decision. There are differences between genders toward the strength of interpersonal influence resulting in variation in their purchase decision. Research limitations/implications: Different strategies should be designed to cater to both informational and brand consciousness influences between genders. Originality/value: Marketers will be able to understand the importance of identifying the different susceptibility factors and gender attribute in their attempt to design different marketing strategies to attract customers.

Silver seniors

PurposeOne of the fastest growing segments of the American adult population is adults over 65‐years old. This group is refereed to as “silver seniors.” Understanding the silver citizen market requires an in‐depth knowledge of seniors' attitudes and lifestyles. The purpose of this paper is to present an in‐depth view of the senior woman's self‐concept, lifestyle, and apparel‐related preferences and shopping behaviors.Design/methodology/approachUsing findings from an extensive review of literature and in‐depth interviews with 20 women over age 65, this exploratory research provides insight into the impact of self‐concept, lifestyles, and fashion behaviors on apparel purchase decisions. The qualitative approach used for data collection and analysis provides rich insight into the behaviors and apparel needs of “silver seniors.” The tripartite self‐concept is explored as it relates to fashion attitudes and behaviors.FindingsFindings from this paper indicate that women over 65 are still interested in fashion and that looking fashionable for themselves and others is important. Insights into the specific unmet apparel and retail needs of senior adult women are explored. Findings indicate that senior adult women continue to remain physically and socially active and have need for a variety of garments. Recommendations for apparel manufacturers and retailers targeting this lucrative segment are presented.Originality/valueThis paper is original to the retailing and consumer behavior literature. One of the benefits of this exploratory study is that it provided the authors with an opportunity to examine, in theory and practice, an overlooked yet growing segment of apparel consumers.

Information source usage in teen apparel purchases: China, Japan and the United States

PurposeChina, Japan, and the USA represent three of the world's most important teen apparel markets. The purpose of this study is to consider the sources of apparel brand information utilized by 14‐ to 17‐year olds in these three nations. Nine hypotheses are developed based on the interpersonal influence and the individualism/collectivism constructs.Design/methodology/approachRespondents include public high school students between 14 and 17 years of age from the nations of China, Japan and the USA.FindingsChinese teens report a greater likelihood to use their parents as apparel information sources than do the US and Japanese teens. Of the three groups, the US teens report the greatest likelihood of using marketer based information sources (i.e. advertising and salespersons).Practical implicationsThe findings suggest the need to develop specific apparel marketing strategies directed at teens targeted in these nations.Originality/valueFew, if any, studies have examined differences between Asian and US teens in their apparel information source usage.

Benchmarking consumer perceptions of retail constructs for apparel merchandisers using magnitude estimation

PurposeThe purpose of this paper is to establish a measurement process for consumer perceptions and judgments of strategic importance to apparel retailers like hedonic and utilitarian shopping behavior, as well as internal process benchmarks such as apparel brands' names, store signage, and textile preferences. The paper aims to provide a simple, flexible and easy to use measurement technique that can be applied to small samples of respondents in order to capture their overall perceptions and judgments of key interest to management.Design/methodology/approachMagnitude estimation, along with a repeated measures design, was tested and evaluated based on the validation process put forth by Steven's power law. Data were collected from three focus groups whose respondents were selected based on their store loyalty and prior purchase of women's petit apparel in a discount outlet store. Their responses were benchmarked with those of other competitive discount retailers and with selected internal process measures.FindingsAll applications of the measurement technique were validated. Loyal shoppers for apparel purchased in a value store were found to have a preference to a competitive set of value stores but perceived all other discount stores as higher in store shopping experience. Findings were presented to articulate the resolution and clarity of the magnitude‐determined ratio scales versus those of typical interval scales and multi‐attribute measures.Research limitations/implicationsThe comparisons provided here are for illustrative purposes only and are based on a selected group of one company's loyal customers during a defined shopping season.Originality/valueConsumer perceptions of key interest to retail management are shown to be measured and benchmarked in a practical setting using this technique.

An Analysis of the Fitting of Plus-sized Women's Formal Jackets in On-line Shopping Malls

The purpose of this study was to investigate current garment sizes of women's formal jackets, targeting plus-size women in online shopping malls, and to identify effective size information involved in online apparel purchase behaviors to overcome the short comings of current garment sizes from the perspectives of consumers. Basic 88 size formal jackets from the seven companies found on the 22 websites were collected and analyzed. The data were collected from March to October 2007, and analyzed using SPSS 14.0. The results were summarized as follows. First, there was no website using standard garment size labeling with 'bust-hip-height' set up by KS K 0051 among the 22 websites. Instead, all 22 websites used garment size labeling with figures such as 88, 99, 100, 110, and 120 or with letters such as L, XL, and XXL. The websites presented no body size, but listed garment size. Furthermore, the size information was presented differently, ranging from three items of bust circumference, upper arm length, and jacket length to six items of shoulder width, bust circumference, waist circumference, sleeve width, sleeve length, and jacket length. In addition, no website presented basic information for hip circumference, despite the jacket length covering the hips. Second, a total of 85.7% the websites listed bust circumferences in 88 garment sizes collected as 100cm. Shoulder widths were presented as 39cm or 37cm. Sleeve circumferences were addressed the same, 36cm, in all websites. Third, comparing the differences between guidance sizes and measurement sizes, only 28.5% of the web sites posted guidance sizes of shoulder widths the same as those of the measurement sizes. All web sites presented guidance sizes of bust circumstances as 1 to 5cm smaller than those of the measurement sizes.

The effects of customized site features on internet apparel shopping

PurposeThe purpose of this paper is to examine the effects of customized site features on consumers' purchasing decision aids and consumers' attitudes toward internet apparel shopping.Design/methodology/approachThe research model was developed and tested using structural equation modeling to identify the effects of customized site features on internet apparel shopping. Participants were members of an opt‐in‐e‐mail marketing company and were required to experience the customized site features at a given web site prior to the survey. A sample of 107 participants was used for the analysis, totaling a 34 percent response rate.FindingsInteractivity of customized site features indicated a significant direct effect on consumers' purchasing decision aids and an indirect effect on positive attitude toward internet apparel shopping. Virtual experience and customized alternative information offerings showed significant direct effects on positive consumer attitude toward internet apparel shopping.Research limitations/implicationsDirect measures of the effects of customized site features on consumers' apparel purchase risks on the internet are suggested for future research.Practical implicationsE‐retailers should explore and develop the easy‐to‐use web interface of customized site features to enhance site usability and they should diffuse into their own retail web sites.Originality/valueExamination of the effects of customized site features on internet apparel shopping is an area of research that has not been fully explored. The study provides e‐retailers with the insights to renegotiate the interaction with consumers regarding apparel shopping on the internet.

Consumer product search and purchase behaviour using various retail channels: the role of perceived retail usefulness

AbstractThe purpose of this study was to examine the influences of consumers' perceptions of retail usefulness for product information search and their previous purchase satisfaction on their frequencies of product information search and product purchase behaviours for apparel products. These relationships were investigated in five retail settings – Internet shopping, catalogue shopping, television shopping, local retail shopping, and non‐local retail shopping. One hundred seventy‐six students in a US Midwestern university provided usable responses. The results of causal model analyses showed that the proposed model fits the data well for all five retail channels. Consumers who perceived a certain retail channel more useful for product information search searched for product information more frequently via that retail channel, and purchased products more often via that retail channel. Consumers who were more satisfied with apparel purchases from a retail channel purchased the products more frequently via that retail channel. Theoretical and managerial implications are discussed.

Changing retail scene in India

PurposeThe research presented here aims to build a picture of the changes in retail taking place in India. India is poised to become a retail power house. The paper looks at the changing scene in the retail sector in view of many MNCs and large industries entering into this segment.Design/methodology/approachData were drawn from industry sources which included national and international published sources from 1993‐2006.FindingsThe findings presented show that malls in 2006 are more developed in the North and West part of India. Food, groceries and apparel purchase by customers contributed to 52 percent. On average 75 percent of customers spend about 1‐3 hours in the mall. Malls with multiplexes such as cinema theatres, food courts, play places for children are becoming the centre for family outings. Small retailers have improved their service to cater to Indian consumers. Credit limits and home service are helping them to hold on to their customers. Retailing focus is changing towards satisfying the different hierarchy of needs of customers.Research limitations/implicationsAll are from Indian perspectives which perhaps limits its usefulness else where in the world.Practical implicationA very useful source of information and review of this scenario which should help other retailers across the world, especially in developing economies, to face big giants more aggressively and do better.Originality/valueThis paper fulfils an identified information/resources need and offers guidance to small retailers

The effects of shopping orientations on consumers' satisfaction with product search and purchases in a multi‐channel environment

PurposeThe purpose of this study is to investigate the effects of consumers' shopping orientation on their satisfaction level with the product search and purchase behavior using multi‐channels.Design/methodology/approachA total of 181 students in a large US mid‐western university provided usable responses to the survey. Exploratory factor analysis and multiple regression analyses were employed to examine the research questions.FindingsThe results showed that more than three quarters of the respondents shopped via the internet and catalogs, and about 95 percent shopped at non‐local retailers. About 60 percent reported that they never shopped from TV shopping channels. Confident/fashion‐conscious shopping orientation and catalog/internet shopping orientation were found to be key predictors of customer satisfaction level with information search via multi‐channels. Both confident/fashion‐conscious consumers and mall shopping‐oriented shoppers were more satisfied with store‐based retail channels for apparel purchases, whereas non‐local store‐oriented shoppers and catalog/internet‐oriented shoppers were more satisfied with non‐store‐based retail channels for their apparel purchases.Research limitations/implicationsThe sample of this study was biased by gender and age. For the apparel retail industry, this paper offers practical knowledge about the relationships between shopping orientation and consumer search and purchase behavior in a multi‐channel retailing context.Originality/valueNo study has utilized the shopping orientation framework to explain consumer behavior in a multi‐channel environment. This study provides understanding of consumer product information search behavior on four dimensions (price, promotion, style/trends, and merchandise availability) via multi‐channels.

Appreciation of apparel e‐tailing by Dutch fashion consumers

PurposeThe purpose of this paper is to provide an overview about the Dutch fashion retailers' use of internet sites and the Dutch consumers' appreciation of apparel e‐tailing.Design/methodology/approachA selection of apparel chain stores was made with the criterion of having more than ten shops to investigate fashion retailers' sites. The sites were rated by the results of Google's search engines on name. Six categories about the content of the site were taken to measure completeness and the developmental stage of these web sites.FindingsRetailer internet developments appear to be mainly complementary to their brick‐and‐mortar shop retail channel strategy. Of the interviewed consumers in The Netherlands 15 per cent had bought garments on the internet. Age and gender effects were not found. Inhibiting factors were security worries about payment, privacy and delivery, but the expected reasons such as fun, product information and fit, feel and look were less important.Research limitations/implicationsSince factors that inhibit buying on the internet are mainly connected to internet technology and insecurity, the prediction of 25 per cent of the consumers buying garments on the internet is only justified if internet use and buying becomes more generally accepted by larger consumer groups.Practical implicationsApparel internet sales by retailers is a significantly growing retail channel. To be successful, retailers should take five recommendations seriously.Originality/valueThis paper offers an overview of current apparel retail internet strategies and an analysis of consumer data about apparel buying. Results are interpreted to offer recommendations to apparel retailers in general.

A longitudinal look at rural consumer adoption of online shopping

AbstractInnovation diffusion theory guided research on the process of online apparel shopping adoption (i.e., changes in online shopping adoption) among rural consumers. Rural consumers in 11 states completed surveys in 2000 ( n = 2,198) and in 2003 (n = 879). Variables measured in 2000 were used to predict online apparel purchasing in 2003; structural equation modeling was used for data analysis and yielded satisfactory fit. Results revealed strong support for innovation diffusion theory: Previous practice and characteristics of the decision‐making unit ( education, income, innovativeness) affected belief structures. Although beliefs about online shopping measured in 2000 did not affect online apparel shopping adoption in 2000, they did affect online apparel shopping adoption in 2003, demonstrating the dynamic nature of innovation diffusion. Characteristics of the decision‐making unit (education, income) indirectly affected online apparel shopping via their influence on previous practice, which was the strongest predictor of online apparel purchasing in 2000 and 2003. General beliefs about the Internet and beliefs about the compatibility of online shopping with respondents' lifestyles predicted online apparel shopping in 2003, whereas beliefs about the benefits and advantages of online shopping did not. © 2007 Wiley Periodicals, Inc.

An exploratory study on the reasons for purchasing imported high fashion apparels

PurposeThe purpose of this study is to examine the reasons that Greek consumers purchase imported high fashion apparel over Greek designers high fashion apparel. The objective of the research is to detect the underlying factors that affect their purchasing behaviour.Design/methodology approachQualitative research was conducted through discussions with consumer focus groups, all purchasers of imported high fashion apparel. Quantitative research was undertaken by means of a questionnaire with 28 items referring to the reasons for purchasing imported high fashion apparel. The sample consisted of 200 high fashion consumers from the city of Larissa, Greece. Data analysis includes descriptive statistics, reliability, as well as factor analysis by principal component analysis with Varimax rotation.FindingsResults indicate that the consumers perceive that the imported high fashion apparel have better aesthetics, a better line and are produced from quality textiles, compared to the domestic high fashion apparel. Four factors derived underpinned the purchasing reasons of imported high fashion apparel: “status and image”, “quality of the product”, “marketing reasons” and “in fashion”.Research limitations/implicationsThis research was exploratory in nature and employed a non‐probability sampling method. Future research should be carried out to confirm the findings of the current study.Practical implicationsThis study provides a useful source of information, which can be used by Greek high fashion apparel designers regarding the reasons why Greek customers of high fashion apparel purchase imported over domestic ones. This paper suggests which elements Greek designers of high fashion apparel should focus upon in order to gain a larger market share.Originality/valueThis study is important in terms that it is the first one to explore the reasons for purchasing imported high fashion apparel over domestic ones in Greece. It highlights 28 reasons (items) derived from qualitative research. In addition it suggests appropriate quality and marketing actions to be undertaken by Greek high fashion apparel designers.

Exploring the Apparel Purchase Behavior of Urban Indian College-goers: A Qualitative Study

The college-goers, as a market segment, are immensely significant in India in terms of both magnitude and spending capacity and one of the most important items purchased by young people is apparel. The apparel purchase behavior of the college-goers of Kolkata are explored in this paper in terms of types of apparel purchased, purchase frequency, store choice, and influence of shopping companions. Qualitative study with a purposive quota sampling design is used. Kolkata being a cosmopolitan city with residents of different states speaking different languages and belonging to different sub-cultures, the study helps explore the apparel shopping behavior of urban Indian college-goers in general.

Keeping the Body in Mind: The Influence of Body Esteem and Body Boundary Aberration on Consumer Beliefs and Purchase Intentions

This research explores the influence of consumers’ body‐related information on beliefs and purchase intentions toward products for which the consumption experience is significantly and directly determined by body‐related information (e.g., feel, fit, sense of safety) when the products are bought in body‐absent purchase environments such as the Internet. We examine the effects of consumers’ body esteem (i.e., like or dislike of one's body) and body boundary aberration (variation in the perceived location of the edges of one's body) in the context of apparel purchases that are made on the Internet. Body esteem had a positive influence on involvement with apparel, and body boundary aberration had a negative influence on consumers’ overall concern with the fit of apparel. Involvement with apparel and overall concern with fit, in turn, significantly influenced consumers’ intentions to purchase apparel online. Consequently, consumers with high body esteem were less likely to buy on the Internet and those with high body boundary aberration were more likely to buy.